Video sells. There’s no doubt about this. Businesses are moving swiftly toward incorporating video as a major part of their ongoing advertising campaigns.
At the same time, mobile users and devices are increasing a hundredfold. It is estimated that by the year 2019, over 2 billion people will be on mobile devices. This means that they will be getting much of their content, including video, audio, and shopping information via mobile platforms.
This increase in the use of mobile devices also means that you need to create an app for your business that people can download. This keeps your brand close to them and accessible when they want your services. But you must also create engaging video ads that work with mobile applications and devices.
Hubspot, one of the foremost authorities on media and social marketing, stated recently that 65% of business managers and marketers plan to increase their use of video in their mobile ad campaigns.
These facts alone should remind us of the importance of having an effective video ad for mobile applications. If you are going to get to the majority of your target audience, you have to meet them where they are at. Mobile ads are critical to the success of your online business.
So how do you create the best ad for your brand that will display well on mobile devices? How do you know you are reaching mobile users in a way that appeals to them.
First, it helps to understand who mobile users are.
Who are mobile users?
Mobile users are a diverse group of people. They can be older, younger, educated people with advanced degrees or kids under 15. But we do know a few facts about mobile users that are helpful when planning a mobile video ad.
- 65% of users purchase a product after viewing a video ad.
- Mobile users tend to be younger, “on-the-go,” and impatient.
- The average attention span for a mobile ad is around 2 minutes.
- Mobile users spent approximately 5.6 hours per day online (as of the 2015 surveys).
- Mobile devices are the second most popular way to get video and other content.
- 80% of users use mobile smartphones to access internet content.
- 47% of users access content via a tablet or other mobile device.
These statistics help us understand mobile users a bit better and give us insight as to the numbers of users that are accessing the content via mobile devices.
But how should you create a video ad for mobile applications and be sure that it will be appealing to mobile users? While the personal tastes of mobile users vary among cross-sections of the population, here are some tips to follow when creating your mobile ad that will reach the most people in your target audience.
Know Your Market
First, you need to know your audience or market. Conduct surveys of your current customer base and determine what they are looking for from your company. This will help you create an ad that will appeal to your current customers and may help you create “brand evangelists” from your current clients.
Keep it Short and Simple
There’s something to be said for brevity when it comes to mobile ads. Remember your audience’s average attention span is around 2 minutes for a video ad. This is especially true in the mobile market where people are in a hurry and on-the-go. They may also be watching the ad in the car, in the pool, or on the way to the airport. When something is mobile, there is no limit to where they might be listening or what they might be doing when seeing your ad. So get to the point quickly to grab their attention. The goal should be to keep them listening through to the end so that they can hear your “call to action.”
Entertain and Inform
People want to be entertained, even when they want information. It is estimated that 75% of business executives watch the video regarding their business at least once per week. This means that even the most serious-minded of executives are attracted to video as a medium and often rely on it for information. So make your videos appeal to other business managers by making it informative but entertaining.
Make it Shareable
The best way to ensure that your video ad will be noticed is to make it something others will want to share. One way to do this is by creating animated videos. Animations are very popular across a wide variety of groups of people with mobile devices.
Unbounce, a popular online publication dedicated to keeping up with the trends of video online, reports that animated explainer videos increase conversions by 20%. That, coupled with the fact that 92% of animated video viewers share their finds with others is, even more reason to make your videos shareable.
Start with a Great Script
Every great movie starts with a great script. When creating an original animated explainer video, start with great characters and dialogue. One way to do this is to create dynamic characters that people will enjoy. If you plan to do several videos in the future, consider having a central animated character to serve as the narrator that directly addresses the audience.
Tell a good story.
Once you have a good story script, have a high degree of interaction with other customers if you choose a story format. People love stories. Storytelling is something we learn to love as children, and this continues into adulthood. By telling a story with animated characters, you draw people into your message, and they are more likely to stay to the end. After all, who wants to leave a story in the middle of its unfolding?
Focus on the Message
Remember to keep your focus on the primary message you wish to convey to the viewer. Keep in mind the 2-minute attention span of the typical user, and the fact that people on mobile devices are likely on their way to somewhere when they are watching. So get to the point as early as possible in your video ad.
Optimize for mobile media.
Another very important part of producing an effective video ad is optimizing it for mobile devices. Google has placed stringent requirements on mobile websites that require them to create a mobile-ready site for their mobile viewers. But they provide tools to help walk them through this process. When you create your video ad, you will need to make sure you ad is easy to access, view and share via many different types of mobile devices.
Also, you will need to make sure your video is the right resolution for mobile users. You can create an HD quality video, but the resolution must be capable of displaying on smaller devices and optimized for mobile.
An Easy Solution
We know this is a lot of information to take in at once. But these tips will help you create an effective video ad for your mobile applications.
If you need help doing this or prefer not to try to take on this daunting task yourself, contact the experts at AnimatedVideo.com.
We have a full staff of animators, video creation experts, and ad creators who can help you design your ad for mobile applications that you’ll be proud of. We love helping customers achieve their goals of reaching their target audience via mobile apps and devices. It’s not easy, but that’s our business, and we love it.
92% of video viewers share what they watched with others. Before they share, make sure your video is optimized for mobile users. We can help.